Most Marketing Sucks: How a Culture of Empathy Can Save It

By on October 14th, 2020

Digital technology has changed everything: how we interact with the world, how we learn, how we buy stuff, even how we date. For marketers, it has dramatically interrupted our marketing mix and the expectations from senior executives. This disruption has forced executives to put increasing pressure on CMOs to implement marketing strategies and programs that deliver a quantifiable return on investment. At the same time, marketing leaders are faced with…

Should Marketing Take On Culture and Employee Engagement

By on October 13th, 2020
marketing culture

No department understands the need for change like marketing does. We’ve been forced to adopt new technology, upskill like crazy, reshuffle positions and create new roles to manage content marketing, social media marketing, and marketing analytics. Marketing has already gone through the ring of fire. And I challenge you to find a single CMO or marketing manager who doesn’t recognize the dire need for culture change and engagement. We get…

How to Choose the Best Digital Marketing Agency

By on October 13th, 2020

As a lean B2B business, navigating the digital landscape is a challenge. Between understanding your target audience, choosing the right channels, and the increasing pressure from your C-suite, it can seem like you’re juggling too many tasks with not enough time. This is where a digital marketing agency steps in. Many B2B businesses opt for hiring outside help instead of in-house marketing because it’s easier to maintain a proactive approach.…

The Ultimate Guide to Brand Building for Startups

By on October 12th, 2020

Making the decision to create your own startup is both exciting and daunting. You are about to bring your passions to life and make a living doing something you love. More importantly, you get to share that passion with customers by providing them with exceptional products or services that they will love. But, to get customers on board, you need to build a brand that is going to create interest…

What B2B Marketers Can Learn from TikTok (Without Making a Single Video)

By on October 8th, 2020

Since the 2020 pandemic, TikTok’s audience has grown exponentially. From dance challenges to heartfelt stories, the app has managed to successfully engage, uplift and win over the masses. Businesses across the globe are starting to wonder how they can interact with the app. Many B2B companies have chosen to simply ignore TikTok because it doesn’t fit their demographic, time restrictions, and overall message. While others have given the app a…

The Essential Guide to Email Marketing for Startups

By on October 7th, 2020

When was the last time a salesperson showed up at your front door? It was a common sight up until the 80s. Only a few thousand door-to-door salespeople exist today, according to the Bureau of Labor Statistics – mostly for residential construction and building finishing. For all its faults, the individual nature of door-to-door selling still offered a few benefits: You could build a relationship with each lead and customer.…

Do Keywords Still Matter? What B2B Marketers Need to Know in 2020

By on October 6th, 2020

Breaking a long-term habit is one of the most challenging things you’ll ever do. Have you ever seen someone try to change another person’s diehard opinion? Of course, we all have. It’s usually futile because it requires disrupting someone’s entire worldview they’ve held for decades. Nevertheless, it’s important for us all to start breaking the keyword-centric worldview now. We’re coming up on the one-year anniversary of Google’s infamous BERT update.…

5 Tips to Help You Communicate to Captivate

By on October 5th, 2020

The art of communication is the language of leadership. – James Humes As a parent, I often reference the ancient wisdom of the philosopher Epictetus: We have two ears and one mouth so that we can listen twice as much as we speak. If you have kids, you know the value of reminding them to speak less, especially when they interrupt incessantly and talk themselves in circles, but the wisdom…

4 Little-Known Truths About Content Marketing Agencies

By on October 5th, 2020

Content marketing is leading the way for effective marketers. Many businesses hire content marketing agencies to help develop and distribute their messaging. However, there are some potential content marketing agency problems you want to consider. The advent of the internet and social media has revolutionized the world of marketing. Information is more accessible than ever before. Consumers can be more selective in the brands they want to patronize. For this…

Top Content Marketing Posts of The Week

By on October 2nd, 2020
top-content-marketing-posts

There was some great content published this past week, specifically in the content marketing industry. Instead of just sharing each of these, I thought I would summarize them here in a quick post. Enjoy these top content marketing posts of the week! 2021 B2B Content Marketing: What Now? By Stephanie Stahl For the 11th year in a row, CMI asked B2B content marketers about their challenges, priorities, and concerns going…

How To Build An Army Of Volunteer Contributors For Your Blog

By on October 2nd, 2020

Every content marketer faces the challenge at some point of trying to figure out how to publish enough content to make a difference to your audience and your business. But you only have a tiny budget. And you want to maintain a high level of quality. So how do you get the volume you need at a price you can afford? Part of the answer comes down to building a…

What Can Marketers Learn from Psychology?

By on September 30th, 2020

Businesses pour thousands of dollars each year into web, mobile, radio, and TV advertising.  The average B2B business reports a $185,000 annual budget, and many expect that number to rise by next year. What’s the desired result? B2B advertising should drive emotional responses around your brand and convince customers to complete future purchases. However, before developing marketing strategies and tactics around messaging, it’s helpful to analyze how the human mind…

Content Marketing Examples: The Best Company Blogs from Lesser-Known Brands

By on September 29th, 2020
marketing culture

These days, a blog is pretty much a must-have for any business. But if you don’t put careful thought into the content of your company blog, it’s a waste of time and money. The creators behind the best company blogs take the time to understand the needs of their audience before crafting content to fit, as these content marketing examples show. Quick Takeaways: These blogs really know their audience and…

What Exactly Is High Quality Content?

By on September 29th, 2020

“Quality means doing it right when no one is looking.” ― Henry Ford Ahh, quality. It’s elusive golden word tossed around at least 20 times a day. If you’re the type of human being who refuses to roll with a mediocre definition of “quality,” you probably came here to define and learn what makes “quality content.” But first, a bit about content on the web. Do you remember the days when…

The 10 Best Examples of Thought Leadership Content Marketing

By on September 28th, 2020
thought leadership examples

As the volume of online content grows daily, it can be difficult to make sure your voice is heard over the noise. Thought leadership content marketing is one of the most effective ways of establishing your name and company as an authority in your industry. Thought leadership marketing means going beyond the same blog posts and regurgitated ideas that everyone seems to be publishing. By putting extra time into developing high-quality…

How to Build the Perfect Conversion Funnel with Content Mapped to the Buyer Journey

By on September 28th, 2020

Can you imagine how easy your life would be if every website visitor purchased a product? After navigating your complex conversion funnel filled with quality content, they purchase right there on the first visit. Easy and done.  However, the thing is—selling isn’t easy, and it’s far more difficult with so much digital information at your customer’s fingertips. With 87% of all shoppers beginning with an online search, it takes more…

How to Create Effective Thought Leadership Content

By on September 25th, 2020

To establish your place as a thought leader and trustworthy authority in your industry, you need to publish original, high-level content. But writing effective thought leadership content is no easy task. Taking the time and effort to learn how to create high-authority content is worth the effort. A 2019 survey of 1,000 senior executives found that, despite their busy schedules, they still dedicate up to five hours a week to reading thought…

10 Amazing Large Company Blogs To Inspire Your Content Marketing

By on September 23rd, 2020
best blog

You want your blog to knock it out of the park. But where should you start? One of the most effective tactics to take your content to the next level is by studying the world’s best large company blogs. Learn what makes their content marketing strategy stand apart from that of their competitors, and you’ll have an edge over your own competition. Here are our favorites: Quick Takeaways: Top-ranking blogs share several…

The Importance of Customer Journey Mapping in Content Marketing

By on September 23rd, 2020

You’ve heard of it before, but why customer journey mapping? What is it? And what benefits does it deliver? Let’s find out. The great explorers of time’s past set sail without a map to guide them. Today, accurate GPS technology fits in our pockets, directing our journeys from A to B daily. Mapping has come a long way, but it’s not just the wayward traveler that benefits. Businesses, too, should…

Executive Insights: Data Literacy and Real Business Intelligence

By on September 23rd, 2020

When I joined my longtime colleague and friend Howard Dresner at his company Dresner Advisory Services earlier this year, I was excited to be going back to my roots in Business Intelligence (BI). I also looked forward to the upcoming fourth annual Real Business Intelligence event to be held in the spring at MIT.  Well, like so many other things, the COVID19 pandemic threw a monkey wrench at those plans.…